Smarter Marketing Series: Lead Scoring #video

With the reach of marketing messages growing exponentially with new tools and tactics, lead generation is more than ever about quality over quantity. You need to be able to identify your most promising leads at a glance and receive notifications when leads become sales ready. This type of insight can be tricky at say, the scale of your entire database.

But automatic lead scoring makes this process a snap for marketers, adjusting a lead’s score up and down as they take promising, or not so promising, actions with your marketing. But how do you set up a lead scoring module of your own? Check out the video above to get started!

5 thoughts on “Smarter Marketing Series: Lead Scoring #video”

Awesome video guys. Lead scoring is still something we don’t do very well here. I’d love to see a handful of lead scoring models from different customers if we could get that collaboration going — happy to share mine if Sweezey can help me make it!

Tom,
You have a good point. Yes, I’m suggesting to guess to start. This is part of the game. You have to start somewhere, so starting with your BEST guess is the correct way to start. If you want to you can take a few months to do a study, of every prospect, every page the looked at, and then try to correlate this to the sales readiness of each person. What you’ll find is that no two people have the same activity, or the same path, or the same anything. There are some basic trends, but your sales people already know what those trends are. Don’t forget when I suggest to pick a score based on what your sales people say, this is because they are highly fine tuned lead sniffing machines. They can sniff out good leads from a pile, in no time. This is what they are hired to do, and compensated to do. So use them as a resource. You have two options to beginning with lead scoring.

1) Spend a ton of time, researching, playing with excel files, and trying to come up with a good idea. Not to mention you wont have enough data to do this for a few months if you are just setting up your Marketing Automation tool. So you’re now months behind setting up a scoring model. Then once you create it, it will change in a month or two anyways, due to you tweaking it to be better.
2) Spend 10 minutes, asks someone smarter than you (sales) and then learn over time.

Option 1 is the waterfall method of planing and executing. Option 2 is the agile method of planning and executing. I always choose agile, over waterfall. It is more effective, efficient, and will get you closer to your goal much faster. The choice is yours, but those are your only two options.

To answer question number two, how do I know web activity equates to sales. No company would invest in websites if they didn’t. It’s a pretty simple answer. The theory is you’ll learn over time, but to begin you have to guess. You’re data will come with time, which will help you to refine your guess, but it is better to be agile about this, than to waterfall plan.

Great answer, thank you. I do think that hypothesis based lead scoring adds value, but it is relatively simple to use statistical based lead scoring which is proven to outperform expert intuition. You don’t need to spend months researching historical data as there are now simple tools available to do all the heavy lifting for you.
I agree that some website activity correlates to sales, but my research has shown that most marketers score for every touch and high customer activity actually negatively correlates to sales.
Thanks again for you answer.

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